Course Overview
The CBP Marketing course is geared towards those interested in pursuing a career in marketing or improving their marketing skills. This course provides the essential information and skills required by professionals who have to make marketing decisions that are important to the direction and performance of an organization or business. Provided in this course is a practical approach to marketing in any environment.
In the first part of the course marketing challenges are introduced as are some essential skills necessary to address these challenges and have success at marketing. It also directs the student how to develop a marketing plan, understand consumer behavior, assess both the product and the market, segment a market, and instruct students about the importance of positioning. Students will learn how to create an effective marketing strategy.
The second section of the course covers the importance of effective communication with potential and current customers and setting appropriate communication goals. It also gives direction regarding product presentation, pricing, and distribution. Finally, the course instructs students about technology in marketing including the use of web sites, e-mail marketing, search engine marketing, and social media marketing.
After completing this Marketing course, students will understand why and how marketing affects business and be able to implement a successful marketing plan of their own.
This course prepares candidates to take, the Certified Business Professional exam – E30-708
Course Outline
Module 1: Introduction To Marketing
Marketing and Its Components
The Eight Components of Marketing
Marketing Framework
Marketing Analysis
Market Research
Module 2: Consumer Behavior
Define Consumer Behavior
Consumer Buying Decision Process
Consumer Behavior and its Effect on
Purchases
Four Behaviors Consumers Exhibit
Prior to Purchase
Consumer Behavior and its Effect On Marketing Plans
Factors That Influence Consumer Behavior
Module 3: Developing A Marketing
Plan
Attributes of a Marketing Plan
Types of Products
Product Life Cycle
Pricing Strategies
Product or Service Distribution
Importance of Promotional Strategies
Module 4: Introduction To Product And Market Assessment
Importance of Analyzing Your
Product
Product Assessment Cycle
Reasons for Creating a Marketing Plan
Eight Elements of a Market Analysis
Trends Help Marketers Target the
Market
Demographics in Marketing
Module 5: Target Marketing And Segmentation
Target Marketing
Key Factors of Market Segmentation
Why and How to Segment Markets
Common Market Segments
Module 6: Brand Positioning
Brand Positioning
Develop Your Own Brand Position
Customer Emotions Role in Positioning
Strategy for Implementing Position
Module 7: Marketing Strategy
Developing a Market Strategy
Market Strategy Linked to Sales
Building or Taking Market Share
Selecting a Competitive Strategy
High Pricing Versus Low Pricing Strategy
Problems and Opportunities
Module 8: Communication Goals
Communication Plan and Their affect on Market Behavior
Communication Objectives
Communication Tools
Communication Goals
Module 9: Product Planning
Goal of Product Planning
Importance of Understanding
Customer Preferences
Selecting Product Name
Naming Techniques
Product Presentation
Importance of Knowing Your Audience
Types of Product Presentation
Course Outline: CBP™ Marketing
Module 10: Pricing
Price as it Pertains to Marketing
Cost Factors
Pricing Strategies
Reasoning Behind Pricing Strategies
Discount Pricing
Guidelines for Competitive Pricing
Module 11: Distribution
Distribution Process
Distribution Strategies
Direct Channel Distribution
Indirect Channel Distribution
Physical Distribution Process
Inventory Management
Order Processing
Module 12: Technology In Marketing
Role of Technology in Marketing
Four Segments of Internet
Marketing
Creating a Web Site
Email Marketing
Search Engine Marketing
Social Media Marketing
Social Media as a Marketing Tool
Module 13: Marketing Stategy Evaluation
Why a Marketing Plan Evaluation is
Necessary
Type of Marketing Evaluations
Identifying Strengths and Weaknesses
Evaluation Process Checklist
